Not a single UK agency picked up a Lion.
However, the category threw up a debate on whether charity work should be able to receive the Grand Prix. Many of the jury members thought an ad called "Earth hour" for the WWF by Leo Burnett Sydney, which took two Lions, should have taken the top honours. However, the rules do not permit charity work to be awarded the Grand Prix.
Philip Thomas, the Cannes Lions chief executive, indicated the rules may change. He said: "Agencies get more freedom when working with a charity and can create more emotional work with less restrictions, which we did not think was fair. However, this issue is coming up more and more. Nothing is forever and this stipulation might change."